Knowledge is power…

and how knowledge rules.

Every day, many different direct marketing projects come across my computer screens and even in the mail. The copywriting usually catches my attention immediately. Next, I examine the design of the material, and note how the visuals add to the copy. In this casual mode of observation, the impact of either element is what catches my eye immediately and sometimes, what I hear.

OpenDoor

Impact is required in order to keep me reading or assessing the visuals. For example, this nicely painted wall, is just that. It’s about as exciting as watching the paint dry.

ThePunch

However, with a person’s fist punctuating the wall, it does get attention. The sense of feeling is a nice added touch. Most people can envision the face of the fist puncher, which is more than likely in a dire look of pain.

IMPACTv1

Now look at the added word “IMPACT.” In this case the designer used the font Impact in all caps. In the internet world, we all know when words are capitalized, it means a person is shouting and probably angry at the reader.

IMPACT!-1.-2.-3.

Some readers may have thought about blood from the possibility of torn flesh. The red color of the font and the exclamation point are both for added impact. The color red is the color of choice for a click-through button, driving the reader to a landing page. Which red color has more impact? And what’s the 1.2.3.? Just to make sure you look for four below.

It may look or sound easy…

A lot of work is involved when it comes to generating an Impact statement in direct marketing. I always recommend creating more than one measure of impact. Then test it with existing customers, in social media and compare it with your competition’s marketing or a company whose marketing you admire.

During the recent Thanksgiving Holiday, many companies used Black Friday and Cyber Monday as an impact point for their products. In my opinion, these two days were all about customers getting deals and saving money. A lot of companies went along for the ride. Were they satisfied with the results?

Knowledge Rules

I don’t disagree with either day promotion. Some companies use it to reduce inventory and prepare for the next year of selling. For many retailers this is their prime time of sales for the year.

If this does not include your company and you’d rather have consistent selling throughout the year, here are a few ideas you should consider.

1. Evaluate your marketing.

Every year, advances in technology have had an impact on what you can and how you sell your product(s). Our mcg-Marketing eVal will take a lot of the guess work out of your marketing. We look at the “Big Marketing” picture – from your strategy on down to the marketing tactics.

Visit our website, Marketing Communications Group for additional information and special pricing. Priced especially for the small business.

2. Extract knowledge from your customer data.

Look at your data recorded from customer surveys, the research of your competitive marketplace, and employee customer service reports for ideas on how to tackle building your impact statement(s).

3. Share the findings with all your employees.

Sharing is a tangible and valuable research tool. When employees have a say in marketing when communicating with customers, the reward is happier customers and employees. Utilizing it effectively provides a valuable marketing advantage.

ThePunch4Impact4. Share with your customers.

Sharing the value of information your company marketing possesses and using marketing’s capability with your customers, increases their satisfaction level.

If you are a small business, add the power of your knowledge to the reasons why people do business with you. You will find the IMPACT statement you were looking for.

Thanks for reading and please share.

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Bonus: If you like this post, grab a FREE edition of Direct Mail Success for more Ideas!DMS1993a

Since 1993, Direct Mail Success has provided readers the ins and outs of direct marketing mail to get a better response in their marketing campaigns. Download a recent issue and see for yourself. The issue is free and any ideas are yours to keep.

In this issue you’ll find, “7 awesome methods of direct marketing mail, Big Data, Small Data and a CRM, Frequently Answered Questions and more!”

If you have any questions, please do not hesitate to ask in the comment section or send an email to marketingdoc@live.com.
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It’s All About Copywriting Attracting Customers

About MarketingDoc 397 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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